In advertising you see celebrities at every turn. If you have enough bucks, sticking TW on a cereal box is a no-brainer. A celebrity is a godsend to an agency struggling for a way to differentiate a client. How creative do you have to be to drape Marie Sharapova on a billboard? Much of the time, the celebrity strategy works, especially on the big stage and especially if the icon is vocationally connected to what he/she is hawking. The deal can work even if there is no connection. Morgan Freeman is no more qualified to represent Visa than Miss America is to promote upholstered furniture. But they get the job done because they have FAME. Amazing, isn’t it? Famous people have credibility. If they can act in movies, dunk basketballs, write songs or smash golf balls 400 yards, they are miraculously Endowed beyond their specific talents. Suddenly they are Annointed and begin appearing on talk shows. CNN reports what Julia Roberts thinks as being worthy of news, for pete’s sake. Bottom line: people believe actors and athletes are smarter and sharper than parents and teachers. Their opinions carry greater weight somehow. It’s always been this way. Anyway, if you can’t believe Priceline.com’s William Shatner, alias Captain Kirk, who can you believe?